product or service sales presentation
TRANSCRIPT
2008-2009
Crystal StaleyAAF District 3 ADDY Chair
Laveda Miles National ADDY Committee
2008 - 2009
Changes 2008-2009Available 9/1/08 www.aaf.org
Rules/Guidelines & Categories
Product or Service Sales Presentation
1B Sales Kit or Product Information Sheets If you enter a piece in this category, you may not enter it in the Brochure category (7A, B or C). You must choose one or the other, but not both. If there are additional pieces included to make a brochure a sales kit, then it can be entered into both.
Sales Promotion
Packaging
2B CD,DVD,VHS, Cassette.
Includes game covers.
Sales Promotion
Point-of Purchase
4 Audio/Visual Sales PresentationEntry must be edited to no more than five minutes in length and transferred to CD/DVD.
Sales Promotion
Publication Design
8C Series (Two or four covers and/or features from consecutive issues).
Please mark spreads to be judged.
Collateral Material
Special Event Material Promotional and/or informational items, usually relating to a specific event/affair at a given location, date, time, etc. This category does not include Advertising Industry Self Promotion, Public Service or Advertising for the Arts & Sciences. They must be entered in their respective category.
10A Card10B Invitation10C Announcement10D Campaign
Collateral
Direct Marketing
Clarification AddedMere mailing of a piece does not necessarilymake it direct marketing. The method of shipment(self-mailer indicia, envelope, etc.) must be evidentand included with the entry.
Ex: Brochures mailed, TV commercials mailed, Newsletter (unless intended as Direct Mail), etc.
Outdoor Board14A Flat14B Extension/Dimensional14C Digital or Animated
Includes digital or animated outdoor, or any unit that has movement or change. Includes closed circuit broadcasts, such as commercials run on a jumbo-tron at a sporting event.
14D Super-SizedAny outdoor board which goes beyond traditional standards or surfaces
Out of Home
Out of Home
Outdoor Board (Combined Company ID & Wrap)
15 Vehicle Graphic Advertising Impressions/messages that are displayed to the
public, usually via the use of panels on the side,
front, back, top or bottom of vehicles (cars, trucks,
wagons, etc). Includes advertiser identification and/or
promotional messages and vehicle wraps.
(Includes wraps of any size)
Mass Transit/Public/Airlines (Vehicles) Advertising of the poster or banner variety displayed via panels or inserts inside and/or outside public transportation vehicles (Airplane, bus, train/rail, street car, subway, taxis, etc.).
16A Interior (Placed inside a mass transit vehicle.)
16B Exterior (Placed on the outside of a mass transit vehicle, including taxi-toppers.
Moved shelter to Site (Exterior)
Out of Home
Site Interior or exterior signage that is restricted to malls, airports, train/bus stations, places of business, bus shelters, etc. Does not include posters described in category #9, or signage in the outdoor or transit categories.
17A Interior Animated (with motion)
17B Interior Still or Static17C Exterior Animated (with motion)17D Exterior Still or Static
Out of Home
Outdoor14A Flat14B Extension/Dimensional14C Digital or Animated14D Super-Sized
Vehicle Graphic Advertising (Combined)15 Wraps or Company ID
Mass Transit / Public Transportation Vehicles16A Interior (Inside of vehicle)16B Exterior (Outside of vehicle, (includes taxi-toppers)
Site17A Interior Animated
(with motion)17B Interior static or still17C Exterior Animated
(with motion)17D Exterior static or still
Out of Home
Proof of UsageNon-traditional entries MUST be accompanied by proof of usage. Include a short paragraph describing the event or how the entry appeared.
Do not send the creative brief
Non Traditional Advertising
When submitting podcasts, internet commercials or webisodes, please use a URL address.
URLs should not require any username or password for access. In cases where this already exists, the entrant should create an independent URL.
If a website is database driven, please indicate this on the entry as explanation for not including a CD.
Mobile Marketing or Text Messaging may enter using screen shots or CD.
Interactive Advertising
Websites (Includes Social Media Websites)
Business-to-Business32A Flash-Based
32B HTML/Other
Business-to-Consumer33A Flash-Based
33B HTML/Other
Interactive Advertising
Online Advertising34 A Banners/pop-ups. Includes interstitial, superstitial, eye blasters, screensaver design, etc.
34 H Internet Commercials. Any commercial run on the internet. URL Required.
(Changed from internet only)
Interactive Advertising
Consumer Products 45A Automotive (vehicles only)45B Apparel & Jewelry45C Health, Beauty & Pharmaceuticals45D Food45E Alcoholic Beverages45F Non-Alcoholic Beverages45G Retail Products
Consumer Outlets45H Retail Stores45I Restaurants45J Supermarkets/Food Stores/ Convenience Stores45K Retail Dealers45L Online Retail Sites
Regional/National Television Single Spots
Consumer Services45M Media45N Travel / Tourism45O Entertainment / Lotteries45P Retail45Q Communications45R Professional Services45S Healthcare Services45T Corporate/Institutional45U Energy/Utilities45V Advocacy
Single Spots
Condensed to:45A Consumer Products
45B Consumer Outlets
45C Consumer Services
Regional/National Television Single Spots
Products Automotive (vehicles only), cars, trucks, motorcycles, recreational vehicles, manufacturers, apparel & jewelry, fashion, sportswear, casual, lingerie, footwear, jewelry, health & beauty, cosmetics, fragrances, health and beauty products, medications, food, foodstuffs, meats, produce, confections, snacks, dairy products, alcoholic beverages, beer, wine, liquors, non-alcoholic beverages, soft drinks, water, tea, milk, coffee, sports beverages, retail products: home electronics, computers, household products, appliances, toys, sporting goods and other retail products.
Consumer Products
Outlets Retail stores, department, specialty, furniture, discount stores, restaurants, fast-food chains, specialty, franchise, supermarkets, food/convenience stores, mini-marts, grocery stores and other food retailers, retail dealers, automotive, boat, motorcycle, (sales and rental), online retail sites, “ virtual store fronts” on websites with online catalogs, sometimes gathered into a “virtual mall.”
Consumer Outlets
Services Media: cable companies, TV networks, newspapers, magazines, radio stations, travel/tourism, cruise/airlines, hotels, resorts, destinations, entertainment/lotteries, amusement parks, movie promos, zoos, lotteries, sports teams, casinos, etc. retail, hair salons, cleaning, employment, auto services, exercise spas, communications, telephone companies, telephone directories, cellular service providers, pagers, long distance services, Internet providers, professional services, financial, legal, banking, investment services, brokerage firms, credit cards, insurance services, healthcare services: healthcare facilities, doctors, HMOs, corporate/ institutional: company image, self-promotion, recruitment, energy/utilities, natural gas companies, electric companies, advocacy, political, religious, lobbying, special interest, (not public service).
Consumer Services
Campaign46A Consumer Products
46B Consumer Outlets
46C Consumer Services
Remember – You can always add the breakdown
back in. It will be on the AAF website for your use.
Regional/National Television Campaign
Sample of Use The goal of this category is to recognize only the creative execution of individual components of an advertising entry (illustration, photography, music, logo, etc.). Each entry in this section MUST include a sample showing how the element was actually used in the advertising message. For print entries, a sample should be included in the entry envelope. When submitting a logo, if the type of company is not evident or obvious, it is recommended to include one or two words explaining the type of business the logo represents.
Elements of Advertising
Photography 70A B/W70B Color70C Digitally EnhancedPhotographic images whose content has been digitally
altered to create a new image (often one not possible using traditional photo techniques). Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo and the digitally enhanced photo MUST be supplied for proper judging. 70D Campaign (2-4 of the above).
Elements of Advertising
Elements of AdvertisingMuch confusion, much discussion about entries by photographer or agency.
In Elements of Advertising, entries may only be entered in the CBSA, DMA or MSA in which it was created. (Deleted – not by the agency using the element.)
The entrant’s address will determine into which local show the work is entered.
Geographic Considerations
• All the changes will be on www.aaf.org Changes on the PDF and Word documents will be in RED.
• Numbers are different. If you added local only categories in the software, they will not move with the new category numbers. Need to delete them from where they are and insert them into the correct area.
Things to Remember
Entries• Pieces entered into Advertising for the
Arts & Sciences, Public Service or Industry Self-Promotion cannot be entered in any other category.
• Each Elements of Advertising entry must include a sample, showing how the element was actually used.
Things to Remember
Entries• CD and DVDs only.
• Do not put labels on the CDs & DVDs.
• Use a CD/DVD safe pen to write entry number on disc.
• No MP3s, MP4s, no Quicktime.
• Must play on standard home DVD unit.
Things to Remember
Entries• Entry numbers go on back right hand corner of
entry.
• Do not send original or irreplaceable artwork. It will not get returned. Tell your students!
• PROOFREAD YOUR ENTRIES – Mistakes go all the way to national competition.
Things to Remember
Local variations of rules• Entrants should be pointed to your website.
• Post dates, requirements and rules on your website.
• Include dates, requirements and rules on the entrant screen.
• Series of emails with your dates, requirements, rules.
• ADDY workshop for your entrants.
Things to Remember
Call for Entry - Suggestions• Gallery – ask for 2 copies of entry, one for judging,
one for gallery. No second one, not in gallery.
• PDFs of entries for screen show and winners’ book.
Things to Remember
Before Judging• Check entries
– Correct categories
– Correct number of pieces in campaigns
– Proof of usage if required
– Signed manifest with entries
Things to Remember
Before and During Judging• Make category changes in database, not just entry.
– Otherwise, the error is duplicated at other levels of competition.
• Print out new entry form and labels and put on entry.
Things to Remember
During Judging• PDAs
– Check to make sure scores are saved correctly.
– Complaints about PDAs not working.
– Judges who cannot use properly slow judging down.
Things to Remember
During Judging• Bilingual Entries
– Provide translation or have someone that knows language available at judging (teacher).
• Scoring– Enter scores, then go to Results and “Save” scores in that
category.
– This is the only way reports will be correct.
Things to Remember
The Future of Advertising
Do NOT view this an a burden, it is an opportunity. Optional, but logical.
Minimal costs.Use same judges.Use local creative directors, different judging date.
More opportunities for sponsorships.
Increased revenue.Entries.Students, faculty and parents attending
Watch free drink tickets. Offer reduced price to gala for students and faculty.Parents of winners will pay full price.
Work with local Ad2 and student volunteers.Ad2 works for you.Give Ad2 a way to make money.Enlist help from last year’s student winners.
Work with local professorsAdd projects to their class.Add cost of one entry to tuition for class.Have professors gather entries and moneySeparate drop off
You are growing ADDYs of the future.Future professional entrants.Future ad club members.
Students must be enrolled full or part-time in an accredited US education institution.
Work must be created while entrant is a student not employed in the advertising industry. Student intern work is eligible.
Comps, original photographs, illustrations, etc. all become the property of AAF and will not be returned. Do not send irreplaceable artwork.
Work created for NSAC is eligible in the year following their presentation.
Minimum nationwide suggested fee of $20 per entry – Shared Revenue.
$3 AAF$1 National Ad 2$2 District$14 Local Club
National Ad 2 provides a cash prize of $1,000 for Best of Show entrant.
No fee to forward Golds at any level (entrant or local club).
Local forwarding fees for Silvers determined by the local club or district.
Silvers forwarded with national judging fee of $20.
Contacts Caitlin Tucker [email protected]
AAF 800-999-2231
OmniSolutions – Technical/Software301-869-3453 [email protected]
Always [email protected] 864-351-2741
[email protected] 336-282-8282
Questions?Suggestions?